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Low-price sensitivity domain for dairy product consumers: Modeling the Gutenberg hypothesis and finding the maximum-profit price point

Author

Listed:
  • Takaho Ueda
  • Toshiko Takeuchi
  • Hiroko Yamanaka

Abstract

本稿では，ID-POSデータを使い，個人ごとの価格感度でグループ分けを行い，「価格の真の需要曲線」と言われるグーテンベルグ曲線を出現させ，消費者の価格感度グループ別でこのグーテンベルグ曲線形がどのように変化するかを検討する。さらに，曲線中央に低価格感度領域が存在するならば，どこまでの高価格が消費者に抵抗少なく受容されるかを明らかにする。また，消費者の商品に対する価格感度に着目し，利益最大化を生み出す（固定）価格ポイント（価格掛率）の推定を行う。

Suggested Citation

  • Takaho Ueda & Toshiko Takeuchi & Hiroko Yamanaka, 2019. "Low-price sensitivity domain for dairy product consumers: Modeling the Gutenberg hypothesis and finding the maximum-profit price point," Gakushuin Economic Papers, Gakushuin University, Faculty of Economics, vol. 56(1-2), pages 1-28.
    • Handle: RePEc:abc:gakuep:56-12-1
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    File URL: https://www.gakushuin.ac.jp/univ/eco/gakkai/pdf_files/keizai_ronsyuu/contents/contents2019/5601/5601ueda_01/5601ueda_01.pdf
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